Home » Kanye West Hires Nike’s Nur Abbas As New Head Of Design At Yeezy

Kanye West Hires Nike’s Nur Abbas As New Head Of Design At Yeezy

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Okanye West has employed Nur Abbas as head of design for his Yeezy model, according to WWD. It’s a newly created place for the corporate the place Abbas is anticipated to work alongside “Ye” on his ongoing collaborations beginning with Adidas and Hole.

West unveiled his first sneaker collaboration with Adidas in 2015 and launched a Yeezy Hole Excellent Hoodie line in 2020. Earlier this yr, the corporate introduced a partnership with Balenciaga for his Hole assortment. The billionaire vogue and music mogul’s empire additionally features a streetwear line and a clothes label related to Stemwear, his transportable Stem Participant music machine.

Leslie Ghize, EVP at vogue and shopper analysis agency Tobe Doneger, says the hiring of Abbas is perhaps what precisely West wants to alter the unfavourable narrative of the previous few months that has seen him trolling his soon-to-be-ex-wife, Kim Kardashian, on social media and sharing a music video depicting her new boyfriend, Saturday Evening Reside star Pete Davidson, being buried alive.

“Nur Abbas’ background, a mixture of know-how in luxurious, mainstream, streetwear, and collaboration, feels prefer it has the potential to be a stabilizing drive, so as to add construction to the enterprise,” Ghize says.

Abbas joins Yeezy after 5 years at Nike, the place he directed initiatives for the Nike ACG assortment and Nikelab Attire. Earlier than that, Abbas was at Louis Vuitton, the place he spent near a decade as senior menswear designer between 2006 and 2015. He additionally labored in lead design roles for menswear at Gucci and UNIQLO, and bought his begin as an assistant designer at Maison Margiela, in accordance with his LinkedIn web page.

“I’m energized to work with Ye as a result of he cares so deeply about design and transferring tradition ahead,” Abbas informed WWD. “At Yeezy and Hole, I’ve met a number of the most gifted individuals and groups, and I’m trying ahead to working with all of them to increase this new inventive imaginative and prescient to the world.”

West ranked No. 5 in Forbes Highest-Paid Entertainers listing for 2022. Final yr, Forbes estimated the Yeezy empire to be price $1.5 billion and the primary supply of his wealth. On the time, UBS predicted the model may exceed $3 billion in gross sales by 2026.

However West’s latest erratic conduct may have an effect on the worth, fame and longevity of the model. This week, West has been pulled from performing on the 2022 Grammy Awards because of a few of his outrageous on-line conduct, only a few days after he was banned from Instagram for twenty-four hours for lobbing a racial slur at comic Trevor Noah.

Ghize believes Abbas might be the stablizing drive “that smooths out the movement of product, objective, and cadence” of the corporate. And, she provides, Yeezy may additionally profit from one other new rent—head of retail distribution and advertising.

“The Yeezy model has a definite aesthetic and cultural sway, however a shortage situation,” she continues. “With drops and ready lists, this hard-to-get product is in demand. The potential has not but been correctly harnessed or maximized.”

Regardless of having a brand new designer on the helm, she expects West’s sense of fashion and inventive spirit will, in the end, proceed to steer the Yeezy model. “Kanye has a complicated eye for design and a capability to see across the nook on shopper zeitgeist.”

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